WO2003100554A2 - Systemes et procedes pour la commercialisation de produits par incitations avant le point de vente - Google Patents

Systemes et procedes pour la commercialisation de produits par incitations avant le point de vente Download PDF

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Publication number
WO2003100554A2
WO2003100554A2 PCT/US2003/015660 US0315660W WO03100554A2 WO 2003100554 A2 WO2003100554 A2 WO 2003100554A2 US 0315660 W US0315660 W US 0315660W WO 03100554 A2 WO03100554 A2 WO 03100554A2
Authority
WO
WIPO (PCT)
Prior art keywords
product
incentive
coupon
customer
selection
Prior art date
Application number
PCT/US2003/015660
Other languages
English (en)
Other versions
WO2003100554A3 (fr
Inventor
Lawrence Mortimer
Original Assignee
Label$Dollars, Inc.
Priority date (The priority date is an assumption and is not a legal conclusion. Google has not performed a legal analysis and makes no representation as to the accuracy of the date listed.)
Filing date
Publication date
Priority claimed from US10/328,928 external-priority patent/US20030218330A1/en
Priority claimed from US10/329,289 external-priority patent/US20040049422A1/en
Application filed by Label$Dollars, Inc. filed Critical Label$Dollars, Inc.
Priority to AU2003229321A priority Critical patent/AU2003229321A1/en
Publication of WO2003100554A2 publication Critical patent/WO2003100554A2/fr
Publication of WO2003100554A3 publication Critical patent/WO2003100554A3/fr

Links

Classifications

    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q30/00—Commerce
    • G06Q30/02—Marketing; Price estimation or determination; Fundraising
    • G—PHYSICS
    • G06—COMPUTING; CALCULATING OR COUNTING
    • G06Q—INFORMATION AND COMMUNICATION TECHNOLOGY [ICT] SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES; SYSTEMS OR METHODS SPECIALLY ADAPTED FOR ADMINISTRATIVE, COMMERCIAL, FINANCIAL, MANAGERIAL OR SUPERVISORY PURPOSES, NOT OTHERWISE PROVIDED FOR
    • G06Q20/00—Payment architectures, schemes or protocols
    • G06Q20/38—Payment protocols; Details thereof
    • G06Q20/387—Payment using discounts or coupons
    • G—PHYSICS
    • G07—CHECKING-DEVICES
    • G07F—COIN-FREED OR LIKE APPARATUS
    • G07F17/00—Coin-freed apparatus for hiring articles; Coin-freed facilities or services
    • G07F17/42—Coin-freed apparatus for hiring articles; Coin-freed facilities or services for ticket printing or like apparatus, e.g. apparatus for dispensing of printed paper tickets or payment cards
    • G—PHYSICS
    • G07—CHECKING-DEVICES
    • G07G—REGISTERING THE RECEIPT OF CASH, VALUABLES, OR TOKENS
    • G07G1/00—Cash registers
    • G07G1/0036—Checkout procedures
    • G—PHYSICS
    • G09—EDUCATION; CRYPTOGRAPHY; DISPLAY; ADVERTISING; SEALS
    • G09F—DISPLAYING; ADVERTISING; SIGNS; LABELS OR NAME-PLATES; SEALS
    • G09F3/00—Labels, tag tickets, or similar identification or indication means; Seals; Postage or like stamps
    • G09F3/02—Forms or constructions
    • G09F3/0288—Labels or tickets consisting of more than one part, e.g. with address of sender or other reference on separate section to main label; Multi-copy labels

Definitions

  • the present invention relates, in general, to coupons and other retail sales incentives, and, more particularly, to software, systems and methods for providing pre-point-of-sale incentives in retail grocery stores, preferably occurring at or near the point of product selection by a consumer.
  • Coupon distribution has a significant impact on efficiency. Coupon distribution will affect who receives a coupon, how the coupon is received, and when the coupon is received. Any or all of these factors may affect the consumers ability or willingness to redeem the coupon. Untargeted coupons distributed through newspapers and magazines, for example, generally have a very low redemption rate. Most people are familiar with receiving coupons for products they do not use, often at inconvenient times. Direct mail coupons offer the potential of targeting based on demographics, or upon consumer-specific shopping history. These targeted methods have higher redemption rates, but remain relatively inefficient.
  • POS coupon systems enable a retailer to print coupons that are specifically relevant to a particular consumer based on items purchased during a particular transaction, and/or based upon shopping history. These coupons are intended to provide and incentive for the consumer to return to the issuing store at some time in the future.
  • the coupons can be based on products purchased to either improve brand loyalty, or to encourage the consumer to try a competing product (e.g., house brands).
  • POS coupons may encourage purchase of other goods or services offered by the retailer such as pharmacy, photo processing, or video rental.
  • printers may be used for generating coupons at a point-of-sale, such as disclosed in U.S. Pat. No. 4,723,212 issued on Feb. 2, 1988 and entitled Method and Apparatus for Dispensing Discount Coupons or as further disclosed in U.S. Pat. No. 4,910,672 issued Mar. 20, 1990 and entitled Method and Apparatus for Dispensing Discount Coupons.
  • systems may be provided to generate coupons at the point-of- sale based upon the type of product purchase.
  • a coupon relating to a particular type of a product is generated based upon a bar code reader determining that a triggering or competing product has just been purchased by the consumer.
  • An alternative coupon distribution method is to attach coupons to products themselves either as instantly redeemable coupons or for redemption upon a subsequent purchase.
  • Such coupons can be for the product to which they are attached (e.g., a box of cereal), or for complementary products (e.g., a coupon for milk attached to a box of cereal).
  • specialty areas of grocery stores such as meat, fish, deli, pharmacy and similar departments may use attached coupons to provide various incentives as well.
  • a bakery department may attach a discount coupon to some packages in order to encourage sales of day old bread.
  • the pre-printed coupons cannot flexibly cross-sell a variety of other products or services within the store.
  • the present invention involves system and method for providing incentives within a retail environment involving identifying shopping behavior indicators and providing incentives based on the identified shopping behavior indicators.
  • Shopping behavior indicators comprise information related to a specific customer product selection, the information selected from the group consisting of: product type, name, brand, quantity, grade, price per unit, UPC, weight, source, shelf life and the like. These characteristics are a strong indicator of instantaneous consumer needs and desires.
  • the present invention identifies one or more incentive offers associated with the shopping behavior indicators and provides the identified incentive offer after a customer has selected a specific product package and before the point of sale.
  • the incentive offer may be provided in the form of a coupon that is printed at the time of product selection or preprinted and applied to a product package at any time before customer selection of the product package, including at centralized packaging and distribution facilities.
  • Fig. 1 shows an networked retail environment in which the present invention is implemented
  • Fig. 2 shows example label coupons in accordance with the present invention.
  • the present invention is directed to a coupon system implemented in a retail grocery store having one or more specialty departments.
  • a consumer selects goods and interacts with the retailer before the point-of-sale.
  • a label of some kind is often printed to identify the product and pricing.
  • the present invention leverages this installed system of label printing to provide incentive coupons at the point of product selection.
  • These "label coupons" can be used to direct consumer purchases during the immediate shopping session, rather than requiring a subsequent trip back to the store.
  • label coupons are readily used to provide incentives to purchase complementary goods and/or services.
  • a coupon for complementary sauces, vegetables, or other products can be printed.
  • the value of the coupon can be readily adjusted based on the value of the meat (or other product) selected.
  • a consumer may select a number of picnic type items from the deli department which could produce a coupon for discounted film or photo processing. It is contemplated that the pre-point-of-sale incentive system of the present invention can be implemented with great flexibility and provides advantages that both complement and replace some of the advantages of prior coupon systems.
  • the preferred implementations involve dynamic coupons, where the coupon identifies a qualifying product and/or a discount amount in response to the customer-selected product identified by the label to which the coupon is attached.
  • This allows the coupons to be product-specific in that coupons for "turkey" at a deli department can be different than coupons for "roast beef.
  • pre-printed coupons may also be provided.
  • Pre-printed coupons can be department-specific rather than product-specific. For example, pre-printed coupons at a fish counter may be different than preprinted coupons at a deli counter.
  • incentives are provided to a customer based upon customer product selection, and are provided before the point-of-sale.
  • An important aspect of the present invention is the recognition that at the point of product selection the consumer is expressing unique and valuable information about the consumer's immediate, instantaneous desires, needs and intentions. This expression is fundamentally different than what is expressed by reviewing the customer's shopping history, for example.
  • the present invention enables the marketer to use this information immediately by providing incentives that are responsive to this immediate expression of desires, needs and intentions.
  • Some in-store coupon systems attempt to provide incentives based on shopping history or other information so as to direct the consumer to a particular product selection, rather than in response to the product selection. As a result, they fail to utilize this extremely valuable information provided by the customer's product selections at the point in time where this information is most valuable.
  • the incentives are printed dynamically or are pre-printed and affixed to the product that is selected, the act of providing the incentive based in whole or in part on the product selection and before the point of sale is a powerful tool for affecting in-store customer behavior.
  • Fig. 1 shows an exemplary retail environment having a number of specialty departments.
  • Each specialty department is represented by one or more terminals 103 that include label printing devices, often integrated with a scale or other department-specific mechanism.
  • the deli department typically has a scale and label printer.
  • a pharmacy department has printers for prescription labels and drug information sheets that are specific to the particular transaction. These systems may be stand-alone, or may be coupled to one or more centralized data possessing systems such as server 102 through an in-store network 101.
  • Network 101 may comprise a local area network (LAN) or wide area network (WAN) of any topology, and may be entirely private or involve public communication channels such as the Internet. All or part of network 101 may be implemented by wireless links.
  • each specialty department 103 a customer selects products and/or services that are provided by the retailer. For example, a meat department will provide a customer-selected quantity of a customer-selected product. In a deli department, a wide variety of goods may be selected. Significantly, these customer selections are made before the customer reaches checkout 105. Hence, after the product selection the customer remains in the store to continue shopping.
  • the present invention is readily adapted to various styles of label printers and label media.
  • the particular examples herein show single sided, single ply label printing media.
  • dual side printing is easily implemented and may be especially useful when coupons are pre-printed.
  • coupons may be printed on multi-ply paper such that the pre-printed coupons appear underneath the product identification label.
  • a variety of label printing devices are used at centralized packaging and distribution sites as well.
  • the present invention is readily adapted to operate with any printing system in the distribution chain of a product where a label/coupon can be printed or applied to the packaging with knowledge of some characteristic feature of the product that is being labeled.
  • the labeling systems are aware of what the product is, the product grade, the package size, use-by dates, and a variety of other kinds of information that are unique to the particular package being labeled. These characteristics are effective shopping behavior indicators because, eventually, a consumer will select the particular package based on some or all of these characteristics.
  • a coupon or other incentive can be applied to the package based on these characteristics in a way that is responsive to the customer selection criteria, even before the customer has made the selection.
  • the various unique characteristics of a particular package can be used to anticipate the customers desires, needs and intentions which are in turn used to select a particular incentive to be applied to that package.
  • a consumer that selects a ten pound package of hamburger patties likely has different shopping intentions than another consumer that selects a one pound package of loose ground beef.
  • This anticipatory knowledge is used to select the coupons applied to the package so as to provide incentives for other products that would be used by the consumer given this anticipatory knowledge of the consumers' shopping intentions.
  • pre-printed coupons provided after the customer's selection.
  • the present invention is particularly useful in affecting in-store consumer behavior.
  • the present invention recognizes that incentives provided at the point of customer selection, yet before the customer reaches the point of sale to consummate the purchase, provide a unique method to monitor and affect in-store customer behavior.
  • the terminal in the specialty department queries an incentive database to identify incentives that are associated with the customer's product selection.
  • incentives are implemented as printed coupons.
  • the coupons are printed integrally with pre-existing label printing processes so that little overhead is incurred to provide the coupons.
  • the incentive database comprises information about available manufacturer or retailer sponsored incentives and implements an association between products and incentives.
  • a given product may be associated with one or more incentives.
  • a given incentive may be associated with one or more products.
  • the incentive database may be maintained locally in each terminal, but is preferably implemented in a shared resource such as server 102.
  • a fixed number e.g., three
  • a round-robin or random process may be used to identify the fixed number of incentives that will be printed as coupons.
  • the coupons may be pre-printed on the tape used to print the label, in which case the selection of which coupons are associated with a particular label is pre-established.
  • the present invention may be implemented by mixing pre-established or pre-printed coupons with dynamically generated coupons.
  • the label tape may be pre-printed with coupons for a particular product type, and the discount amount filled in during the label printing process based on the particular customer selection.
  • FIG. 2 shows an exemplary label coupon 200 in accordance with the present invention.
  • a label coupon 200 includes a product selection information portion 201 that contains information relevant to the particular customer's selections. For example, this information may include a product name, brand name, weight, quantity, unit price, shelf life information, and the like.
  • each label comprises one or more label coupons implementing incentive offers for selected products.
  • the selected products are preferably based upon the customer selected product, and are preferably associated with complementary goods and/or services.
  • the coupons may implement incentives for manufacture goods and/or services, or private label (i.e., house brand) goods and/or services.
  • the selection of which goods and/or services are complementary to a given customer product selection is left to the manufacturer, retailer, and marketing organizations.
  • the association of a given incentive to a given product may change at any time.
  • other criteria may be taken into account in selecting a particular set of incentives to implement (i.e., print) for a particular product selection instance.
  • customer shopping history, previously selected products, customer demographics, or other information may be taken into account in the selection of incentives from the pool of available incentives associated with a particular customer product selection. This information may be supplied by using a shopping card or loyalty card, for example, or by any other available customer identification means such as smart cards, bank check information, biometrics, or the like in combination with customer profile data or database.
  • the incentives may be based on a variety of criteria related to the particular customer selection. For example, a different set of coupons may be printed for a customer selecting ten pounds of hamburger patties (suggesting a large picnic) than would be provided to a customer selecting one pound of hamburger patties (suggesting a simple family meal).
  • each coupon is printed with a barcode indicator that can be scanned at the register 105 for redemption. Coupons that are used will be matched against purchased items in a conventional manner. Coupons that are not used can be logged for analysis to determine in real time whether a particular incentive is having a desired affect on customer behavior.
  • Coupons may be implemented as conventional coupons with a specified expiration date, or may be specified to expire upon this shopping session. Allowing coupons to extend to subsequent shopping sessions encourages store loyalty. Providing for immediate coupon expiration encourages specific customer behavior, and allows resources allocated to the coupon to be reallocated to existing shoppers.

Abstract

Cette invention se rapporte à un système et à un procédé servant à créer des incitations dans un environnement de vente au détail, ce procédé consistant à identifier des indicateurs de comportement d'achat et à créer des incitations sur la base des indicateurs de comportement d'achat ainsi identifiés. Les indicateurs de comportement d'achat comprennent des informations relatives à une sélection de produits spécifiques par le client, des informations choisies dans le groupe constitué par : le type de produit, le nom, la marque, la quantité, la qualité, le prix unitaire, le code universel des produits, le poids, l'origine, la durée de conservation et similaire. Ces caractéristiques constituent un indicateur fort des besoins et des souhaits instantanés du consommateur. Grâce à cette invention, on identifie une ou plusieurs offres d'incitation associées aux indicateurs de comportement d'achat et on produit l'offre d'incitation identifiée après qu'un consommateur a sélectionné un emballage de produits spécifiques et avant le point de vente. Cette offre d'incitation peut être produite sous la forme d'un bon imprimé au moment de la sélection du produit ou pré-imprimé et appliqué sur un emballage de produit à n'importe quel moment avant que le consommateur ne sélectionne le produit dans son emballage, y compris au niveau d'installations d'emballage et de distribution centralisées.
PCT/US2003/015660 2002-05-21 2003-05-19 Systemes et procedes pour la commercialisation de produits par incitations avant le point de vente WO2003100554A2 (fr)

Priority Applications (1)

Application Number Priority Date Filing Date Title
AU2003229321A AU2003229321A1 (en) 2002-05-21 2003-05-19 Systems and methods for providing pre-point-of-sale incentive marketing

Applications Claiming Priority (6)

Application Number Priority Date Filing Date Title
US38250702P 2002-05-21 2002-05-21
US60/382,507 2002-05-21
US10/329,289 2002-12-24
US10/328,928 US20030218330A1 (en) 2002-05-21 2002-12-24 Systems and methods for providing pre-point-of-sale incentive marketing with pre-printed coupons
US10/329,289 US20040049422A1 (en) 2002-05-21 2002-12-24 Systems and methods for providing pre-point-of-sale incentive marketing
US10/328,928 2002-12-24

Publications (2)

Publication Number Publication Date
WO2003100554A2 true WO2003100554A2 (fr) 2003-12-04
WO2003100554A3 WO2003100554A3 (fr) 2004-04-29

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WO (1) WO2003100554A2 (fr)

Cited By (1)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
CN111553719A (zh) * 2019-02-12 2020-08-18 东芝泰格有限公司 信息处理装置及控制方法、可读存储介质、电子设备

Citations (2)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US5578797A (en) * 1992-05-01 1996-11-26 Ishida Co., Ltd. Method and apparatus for printing merchandising information
US6536951B1 (en) * 2001-09-26 2003-03-25 Inno-Pak, Inc. Plastic bag with header formed by overlay strip

Patent Citations (2)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
US5578797A (en) * 1992-05-01 1996-11-26 Ishida Co., Ltd. Method and apparatus for printing merchandising information
US6536951B1 (en) * 2001-09-26 2003-03-25 Inno-Pak, Inc. Plastic bag with header formed by overlay strip

Cited By (2)

* Cited by examiner, † Cited by third party
Publication number Priority date Publication date Assignee Title
CN111553719A (zh) * 2019-02-12 2020-08-18 东芝泰格有限公司 信息处理装置及控制方法、可读存储介质、电子设备
EP3696779A1 (fr) * 2019-02-12 2020-08-19 Toshiba TEC Kabushiki Kaisha Appareil de traitement d'informations

Also Published As

Publication number Publication date
WO2003100554A3 (fr) 2004-04-29
AU2003229321A8 (en) 2003-12-12
AU2003229321A1 (en) 2003-12-12

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